Gap redefines the rules: ‘Logo Remix’ Campaign

BTS: Gap Logo Remix With Sir John & Naomi Watanabe from Blue Flame on Vimeo.

To mark the evolution of Gap, the brand collaborated with a cast of nine well-known young influencers from around the world who are helping to reconstruct (or should we say, remix) society’s creative culture through acting, singing, comedy, activism and being a self-expressive voice – SZA, Metro Boomin, Sabrina Claudio, Bria Vinaite, Miles Heizer, Awkwafina, Maya Jama, Naomi Watanable and Connor Franta.

Bringing together some of the world’s leading culture remix creators such Director Tabitha Denholm, who directed music videos for Florence and the Machine, Haim and Jessie J as well as performance and movement director Tanisha Scott. They both had an important role – to create an uplifting video through music and movement with a modern yet remixed twist. The collection itself reuses Gap’s signature styles and logo throughout the decades which includes tees, patched sweatshirts, rugby shirts and tracksuit bottoms all reflecting a youthful and fresh style.

Craig Brommers, Chief Marketing Officer for Gap – “Gap is always one to celebrate and bring culture to the mainstream and what better way to do this and highlight this group of global individuals”

Words by Sarah Grace

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